Brands and art mix in Deloitte-sponsored Royal Opera House event

LONDON - The first event in accountancy firm Deloitte's five-year sponsorship of the Royal Opera House will involve brands such as Green & Black's and Jo Malone.

Deloitte is backing the Deloitte Ignite Festival, which is designed to bring young people to the opera house.

The festival, which runs from September 12 to 14, will be free and is curated by Wayne McGregor, resident choreographer to the Royal Ballet.

It is being promoted with an insert appearing in this week's Time Out, the London listings magazine, as well as online on Facebook, YouTube and via a microsite. There will be email marketing activity closer to the event and Deloitte will host an evening for clients the night before it begins.

The line-up includes the unveiling of a new public artwork by Julian Opie, who is well known for his Blur album cover designs, a video installation by Ravi Deepres and new work by Wayne McGregor's dance company Random Dance.

Jo Malone, who is famous for her brand of scented candles, will be contributing a "scent experience" along with artist Cecilie Egeberg. Green & Black's tastings will be held at regular intervals in the Amphitheatre Bar.

Heather Hancock, head of brand and innovation at Deloitte, said: "The content for this year's inaugural festival offers something for everyone, but always with an original twist.

"Such is the appetite for the festival within our firm that over 1,500 staff have registered to be part of a Deloitte Ignite network and 80 will be working alongside Royal Opera House staff as volunteers at the festival itself."